So I’m meeting a brand manager for the first time and just finished describing what meeting producers do: transform corporate messaging for sales meetings, launches, town halls, etc., into engaging live presentations that get results.

And then he asked me a good question:

Why do we need a meeting producer when we already have our own communications department?

Let’s compare roles …

The internal communications department must define the actual content of the message in collaboration with the execs that are delivering it. They are also experts at writing and refining info for press releases, company-wide memos, ad/product copy, and so on.

And they already have 9-5 jobs. Give me one example where they are not already overworked and over-stretched. This meeting stuff is always “extra.”

On top of that, everything changes when you step in front of a live audience!

It takes a varied team of creative visual experts, script writers, music/lyric composers and entertainment producers (all with backgrounds in live-group dynamics) to transform the communications department content into a compelling live experience that connects both intellectually and emotionally with the audience.

Producers also bring a fresh pair of eyes to the event. They look at it differently and provide solutions that are not always obvious. This is another reason to work together.

Of course, there’s also their knowledge of the latest advanced technology and most appropriate presentation formats to enhance the exchange of information. You need to decide on the best combination of formats:

· solo presentation or Q & A with moderator

· panel with moderator

· keypad/live texting interaction

· live and/or prerecorded testimonials

· video vs. slide content

A logical argument put forth by presenters with passion and conviction and the right support visuals and emotional quotient can shift the audience's mind set. This impacts on attitude, culture and ultimate performance.

Conclusion – you can achieve the best results and return on your meeting investment by getting the internal communications people to work closely as one team with an experienced meeting production team.

About the writer:

Michael Caplan (in photo, calling a show) is the founder and creative director of Sensix Communications & Events, an event planner and meeting producer based in Montreal and Toronto. He has been named Canadian Event Producer of the Year and has consistently led his team to Special Events Gala nominations and awards.